Research Question: What are the effects of 4Ps of the marketing mix in the digital consumers’

buying behavior?
Independent Variable: 4Ps of the Marketing Mix
Dependent Variable: Digital Consumers’ Buying Behavior
Electronic commerce is also known as e-commerce. It refers to the use of the internet and
electronic media to transact in products and services. (Jain, V. I. P. I. N., Malviya, B. I. N. D. O.
O., & Arya, S. A. T. Y. E. N. D. R. A., 2021). This indicates e-commerce is the form of business
transaction where both parties interact through electronic means rather than physical exchange.
It is already common knowledge that operating a business online is not that costly compared to
the traditional way. People today seek an easy approach to complete tasks and are willing to pay
in exchange for quality and trouble-free services because of their busy lifestyle. Service
providers are good at what they do, which provides and guarantees excellent service that is
accepted by a respectable number of clients and results in their satisfaction (Abir et al., 2020). A
study conducted by Reddy, P.R. (2019) found that, both parallels and contrasts were found
between the online and traditional customers on the study of purchasing behavior and factors
influencing the decision-making of consumers. Both categories of consumers have identical
external and internal uncontrollable influences that affect their purchasing decision. However,
the methods that the online and traditional businesses used to influence their customer’s
purchasing decision are not nearly the same. The 4Ps of the marketing mix are regarded as the
primary manageable factors impacting purchasing behavior in the case of traditional consumers.
Research found that a set of factors encountered during the online set-up are in fact the
controllable factors influencing the online purchase in the case of online consumers. Findings
and understanding the relationship between 4Ps of the marketing mix and digital consumers’
buying behavior will provide insights whether the 4Ps of the marketing mix could influence the
purchasing decisions of the consumers or not.